US: Coke signs energy drink deal
Coca-Cola North America (CCNA) and Coca-Cola Enterprises (CCE) have signed a deal that will see them win distribution rights to Rockstar Energy Drink.
CCE will distribute Rockstar, owned by Rockstar Incorporated, in all of its territories covered in the distribution agreement in the US and Canada except the Northwest and Northern California divisions of CCE.
The agreements are effective today, and distribution of Rockstar by CCE is expected to begin by May 31st.
In a statement, the companies said that since its introduction in 2001, the 16-ounce energy drink had experienced triple-digit growth year after year.
"I compliment Coca-Cola Enterprises and Coca-Cola North America for having the vision and foresight to engage in this phenomenal deal with Rockstar," said Russ Weiner, president and chief executive officer of Rockstar. "Combining the power of the Rockstar brand and what I believe to be the strongest sales and distribution system in North America will take Rockstar to the top."
Under the agreement, Weiner will retain 100% brand ownership.
"We believe the proven track record of Rockstar and the success we have achieved with Full Throttle give us a powerful one-two punch in the profitable energy drink category," said Don Knauss, president and chief operating officer, Coca-Cola North America.
"We are serious about the energy drink category, and Rockstar and Full Throttle propel us into a strong number two position," said Terry Marks, president, North American Business Unit, Coca-Cola Enterprises. "Rockstar's image and tremendous popularity combined with the power of our selling and distribution system will give us a clear advantage with our customers and consumers."
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